PrettyLittleThing announces a major rebranding as it transitions to A Legacy in Progress, introducing new collections and a commitment to timeless style.
PrettyLittleThing (PLT) has announced a significant rebranding effort that promises to usher in a new era for the company, shifting its focus away from its established fast fashion image. The online retailer, co-founded by Umar Kamani in 2012, will now operate under the new name A Legacy in Progress. The rebrand is set to officially launch at an event coinciding with Paris Fashion Week.
The decision for a comprehensive rebrand comes after the brand has navigated various challenges over recent years. Kamani, who rejoined the company in September 2024, expressed that this transformation aims to redefine luxury for a new generation of consumers. In a statement provided to EVOKE, Kamani described the rebranding initiative as “A movement that celebrates our customers’ evolving style.”
As part of this overhaul, PLT plans to launch two new collections. The first, known as the PLT Label, aims to establish a new benchmark in contemporary elegance. The second collection, titled New Beginnings, seeks to offer a sophisticated celebration of modern style. Each collection is designed to reflect the company’s pivot towards more timeless and versatile offerings that highlight quality and fit.
In addition to these new collections, PLT’s visual identity will also undergo a transformation. The brand is moving away from its iconic bubble pink design, opting instead for a palette of chic neutral tones. The rebranding guidelines will feature the elegance of a historic coat of arms, presented in richer tones that merge classic heritage with a contemporary twist.
Kamani outlined the rebrand’s philosophy, stating that it reflects a desire to evolve alongside customers who have outgrown aspects of the previous offerings. “Reducing our offering has allowed us to produce more elevated styles in terms of design, quality and fit,” he noted. This strategic pivot highlights a commitment to sustainability and encourages consumers to wear items multiple times, in contrast to the traditional fast fashion model that often promotes single-use apparel.
Moreover, the brand plans to purge its previous social media content to further align with its new identity. As PrettyLittleThing steps into this new chapter, it aims to resonate with a customer base that values style versatility and quality over fleeting trends.
Source: Noah Wire Services
